Search is changing rapidly. As AI increasingly provides direct answers to our queries, we observe a transformation in how online visibility is achieved. Historically, appearing on search engines like Google depended significantly on backlinks—links from other websites directing traffic to your own. While backlinks retain their importance, a new element has emerged: mentions.
What Are Mentions — And Why Do They Matter Now?
A “mention” is simply the name of your company or brand appearing in the text of another website, even without a clickable link. Until recently, these had some SEO value, but not nearly as much as a backlink.
However, this balance is changing due to the rise of AI-powered search tools like ChatGPT and Gemini.
These tools frequently use online content to generate recommendations for users, and they often prioritize mentions over links when deciding which businesses or products to highlight.
In essence, if your brand is mentioned in a blog post or listicle, even without a link, AI tools can still detect it and recommend it.
AI Optimization in Action - An Example
Let’s say someone asks ChatGPT: “What’s the best protein powder for beginners?”
Rather than relying solely on structured product listings or major review sites, the AI might pull insights from:
- A fitness blogger’s roundup of “Top Protein Powders for New Gym-Goers”
- A Reddit discussion debating taste and mixability
- A supplement brand’s blog comparing its product with competitors
If your company’s name appears in this content—particularly across multiple sources—AI tools are more likely to recommend it. This signifies a crucial change in how we approach SEO and digital visibility.
A Simple Strategy That Works Right Now
Here’s a persuasive strategy yielding promising results:
- Identify Customer Inquiries: Think like your ideal customer. A Calgary landscaping company, for instance, might search for “Best landscapers in Calgary” or “Affordable lawn care nearby.”
- Utilize AI Tools: Input these questions into AI platforms like ChatGPT or Gemini. Pay attention to the sources the AI references, rather than just the companies it suggests. Follow up with more specific queries.
- Compile AI-Sourced Information: Create a spreadsheet of all sources the AI provides. These often include blog posts, “Top 10” lists, Reddit comments, or local directories.
- Request a Mention: Aim to be included in these sources, even without asking for a link. Often, this can be as simple as submitting a suggestion or adding a comment.
It’s notable how many of these sources are currently low quality, with some being self-promotional social media posts. This presents an opportunity to gain visibility before standards improve.
Why This Matters
This approach is effective now because current AI models are not adept at evaluating source credibility. This will likely evolve as more advanced models begin to prioritize reliable sources, similar to Google’s current methodology.
This presents a valuable opportunity. Investing in costly link-building strategies is unnecessary. Instead, focus on securing mentions within existing content relevant to your field.
Final Thought
The digital marketing arena is undergoing a transformation, and the full impact of AI on online visibility is yet to be fully grasped. However, a key development is evident: achieving visibility in AI-powered searches will depend not only on the number of links pointing to your content but also on how frequently your brand or services are mentioned and discussed. This presents an actionable strategy for students and professionals looking to adapt and excel in the evolving digital marketing environment.